Mobility Services Michalk

KIT – University of the State of Baden-Württemberg and
National Research Center of the Helmholtz Association
KARLSRUHE SERVICE RESEARCH INSTITUTE (KSRI)
www.kit.edu
www.ksri.kit.edu
Mobility Services
Dr. Wibke Michalk, Dr.-Ing. Martin Kagerbauer

Karlsruhe Service Research Institute www.ksri.kit.edu
Institut für Verkehrswesen www.ifv.kit.edu
Agenda
§  10:30 – 11:15
Travel Demand (Surveys), Trends in Mobility Research
§  11:15 – 12:00
Business Models in the Mobility Sector
§  13:30 – 15:00
Hands On Session: The Future of Mobility
§  15:30 – 17:00
Present your Solutions!

Services in the media
http://www.computerwoche.de/subnet/hp-converged-cloud/2517318/#
Gartner misst dem Cloud Service Brokering
hohe Bedeutung bei. Dabei können Cloud-
Dienste verschiedener Provider gemeinsam
genutzt werden. Gartner-Analysten glauben,
dass die IT-Abteilungen strategische
Partnerschaften aufbauen sollten und sich
damit als eine Art lokaler Cloud-Service Agent
zu positionieren.
http://www.mobilaro.de/news/2067-carsharing-in-koln-car2go-und-drivenow-starten
Mobilitätsservices bieten traditionellen
Automobilherstellern die Möglichkeit, neue
Geschäftsfelder zu erschließen und neue
Kundengruppen zu gewinnen. Carsharing „on-
demand“ ist in vielen Städten erfolgreich.
3 Summer School on Services: Mobility Services26.09.13

Change in mobility services offerings
4 Summer School on Services: Mobility
Services
26.09.13

IT-Support: Find your parking lot!
Services
[https://www.park-now.com/customerWeb/pages/find-parking-list.jsf]
26.09.13

IT-Support: plan your journey
Services
[www.moovel.com/en]
26.09.13
1892787

§  Services
§  Mobility
§  Business Models
Services
26.09.13

Service Research
ICT, especially the Internet, has changed the rules
§  ICT drives de-/recomposition of service value networks
§  ICT drives location-independency of services
§  ICT enables dynamic scalability of services
Services drive the economies of developed countries
Example: historical development of GDP contribution of
industrial sectors in Germany
Service Research
Agriculture
(value from harvesting nature)
Manufacturing
(value from making products)
Services
(value from enhancing the capabilities of and the
interactions between entities)
0%
20%
40%
60%
80%
100%
1810 1860 1910 1960 2010
8
Spohrer et al. (IBM): "Service
Science, Management
and Engineering" (SSME), 2007
Summer School on Services: Mobility
Services
26.09.13

Service Research
Services
9
Energy
Health-
care
Cor-
porate
ICT
World
Wide
Web
Mobility
Service Research investigates complex service systems where
economic value is created jointly by multiple independent parties, acting
together efficiently through the systematic use of information and
communication technologies…
…from different perspectives and in different domains
... and others
26.09.13

Economics & Management Computer Science
Service Research –
The Necessity of Interdisciplinary Research
10
Which
innova*on

and
collabora*on

tools
are
necessary

for
smart

metering?

How
do
pricing

strategies
change

the
demand?

How
can
failure

and
conges*on
in

energy
grids
be

stochas*cally

modeled?

How
can
energy

data
be
shared
and

integrated
within

Smart
grids?

How
can
scalable

infrastructure

improve
the

decentralized

communica*on?

When
do

innova*ve
services

cannibalize
exis*ng

services?

Which
pricing
tariﬀ

will
lead
to
the

op*mal
outcome?

How
can

monitored
data

reduce
uncertainty

in
resource

planning?

How
can
data-‐mining

techniques
improve

the
performance
in

health
care

diagnos*c?

How
can
soAware

quality
be

measured
and

improved
in

hospitals?

Operations
Research
Services
26.09.13

§  Services
§  Mobility
Services
26.09.13

External Drivers change Mobility
§  ...legal requirements
§  Low emission zones
§  City centers tend to be „car-free“
§  …
§  ...improved technologies
§  Increase of UMTS coverage
§  Distribution of smartphones
§  …
§  Systemic requirements
§  Lack of parking spaces
§  Willingness to share
§  „environmental concern“
§  ...
26.09.13 Summer School on Services: Mobility
Services
12

Mobility Services: Example Car-Sharing
§  Car-Sharing – A Success Story
§  Start in 1992
§  Foundation of the Car-Sharing group in 1999
§  Start with 200 Cars
§  Increasing number of users
§  Aims of Stadtmobil
§  Increase Mobility
§  Preserve the environment
[www.stadtmobil.de]
Services
13

Mobility Services: new Car-Sharing offerings
§  New Offerings create increasing flexibility
§  Car2Go (Daimler), DriveNow (BMW), Flinkster (DB), etc.
§  Terms and Conditions:
§  No advance booking (max. 15 Minutes reservation)
§  Pay-As-You-Go: billing per minute
§  Refueling and parking fees are included
§  No fixed stations
§  Fixed area, in which the car can be parked
§  Low variety in the types of cars
Services
14

§  Services
§  Mobility
§  Definition
§  Building blocks
§  Modern Mobility Services
Services
26.09.13

Why Business Models?
§  Before:
§  „Business Models try to map the reality of an enterprise with its
processes, tasks and communication relationships to an IT-System
in information management.“ [Stähler 2001]
§  Modeling of enterprises with UML as a basis for the supporting
information system [Eriksson und Penker 2000]
§  Nowadays:
§  ...“a business model is understood as a plan of how an enterprise
should look like to meet certain customer reuirements“ [Stähler 2001]
Services

Business Models: different approaches
§  Description of Service, product, and information flow, as well as
all stakeholders and their roles; potential benefits for
stakeholders; sources of revenue [Timmers 1998, Selz 1999, Amit and
Zott 2000]
§  Customer interaction, structure of assets, impact of
knowledge [Venkatraman and Henderson 1998]
§  Business concept that is applied in practice. A business
concept comprises of:
§  Value proposition,
§  Architecture of value creation,
§  Revenue model. [Hamel 2000, Stähler 2001]
Services

§  Services
§  Mobility
§  Definition
Services
26.09.13

Components of Business Models
§  Value Proposition
§  What value is created by the enterprise?
§  Architecture of Value Creation
§  How and by what configuration is value created?
§  Revenue model
§  How is money earned?
Services

Value Proposition
§  Value that customers and partners in value creation gain
by the business model
§  Customer:
§  Which value does the customer get?
§  Orientation towards meeting requirements and needs, not the
product.
§  differentiation: which tasks are not executed by the enterprise.
§  Partners in value creation:
§  Utility for partners in the value network
§  What is the incentive to participate in the business model?
§  E.g.: suppliers, complementaries,...
Services

Value Proposition CarSharing
§  Customer‘s view
§  Increase in degree of mobility
§  Reduced costs as compared to owning a car
§  Preserving the environment
§  Different types of cars
§  No duties w.r.t. maintenance and cleaning
§  View of partner enterprises
§  Gaining further market shares
§  Advertisement for own products
§  Increased reputation
§  Increase in sales (electric vehicles, used cars)
Services

Architecture of Value Creation
§  Product and market design
§  Product portfolio
§  Service portfolio
§  Market differentiation (geographically,customer segments)
§  Internal Architecture
§  Resources
§  Steps of value creation
§  Communication channels and coordination mechanisms
§  External Architecture
§  Customer interface
§  Partners in Value Creation
§  Degree of stability
§  Duration of relationships
Services

Value Creation as an Example:
§  Product and market design
§  Mobility
§  Short term car rental
§  Car services (cleaning, maintenance,...)
§  Internal Architecture:
§  Service Center Employees (booking, maintenance,...)
§  ICT Infrastructure
§  Acquired vehicles
§  External Architecture:
§  Knowledge about car usage
§  Car manufacturers / traders
§  Garages
§  Different car sharing enterprises
Services

Revenue model
§  Value proposition and architecture of value creation show
cost side of the business model
§  Revenue model:
§  What are the sources of revenue and how is revenue generated?
§  Different types of revenue possible
Services

Revenue model – an example
§  Car sharing revenue:
§  Rental fees for cars
§  Participants‘ fees
§  Advertisement revenue
§  sponsoring
Services

Summary Business Models
§  Value Proposition
§  Customers
§  Partners
§  Architecture of Value Creation
§  Product and Market Design
§  Internal Architecture
§  External Architecture
§  Degree of Stability
§  Revenue Model
Services
Costs
Revenue

§  Services
§  Mobility
§  Definition
Services
26.09.13

Mobility Services: Transport
§  Services offer marketing channel:
§  Trains
§  Public transport
§  Call-a-Bike
§  Car-Sharing…
§  Mobility Services as traders:
provider
"  Hotels
"  Car rentals
"  Air carriers
Trader
"  HRS,
" Booking.com
" opodo,
consumer
" Travellers,
"  Enterprises
Services
28

Mobility Services: Transport
§  Public Transport
§  ...the share of person, news or goods‘ transport
that is available to everybody.
§  „ÖPNV“ is the short-distance part of public
transport on streets, rails and on the
water.
§  Taxi
§  Car-Sharing
§  Bike Rentals
§  ...
Services

Mobility Services: Enabler
§  Financial Services
§  Maintenance
§  Full Service Contracts
§  Parking
§  Composition of offerings:
§  Travel agency
§  Difference between organizer and
trader
Services

Mobility Services: ICT support
§  Add-On to existing offerings
§  Services that help to organize mobility
§  E.g.: KVV-App
§  Location via GPS
§  Search Connection
§  Book ticket
§  For a connection
§  Per „district“
Services

Mobility Services: ICT Support
§  Mobility portal bahn.de
§  DELFI (Durchgängige Elektronische FahrplanInformation)
§  Search for connections (incl. Alternative routes)
§  Tickets, Reservations, etc.
§  Information in advance and during the journey [Delfi 1997]
Services

Mobility Services: ICT Support
§  Dynamic, intermodal travel planning
§  Alternative Routes
§  Different carriers
§  Car2Go
§  Mitfahrgelegenheit.de
§  SSB
§  VBB
§  VVS
§  myTaxi
Services
[www.moovel.com/de/]

Intermodal Traveling
§  Vacation trips (Train, flight, taxi,...)
§  Park and Ride (car, public transport)
§  Business trips
§  ...
Services

Development of Smart Business Networks
Consumers are
looking for
customized
solutions by a
single provider
ICT support
Providers focus
on their core
competencies
Providers want to
increase their
market share
Business
Networks
Services
35

HANDS ON SESSION
Services
26.09.1336

What you heard up to now
§  Gathering Data
§  Existing polls in Europe and Germany
§  Evaluating Data
§  Shift of offers by car manufacturers
§  Business Models in general and especially for car
manufacturers
Services

The big issues and questions:
§  Different aspects of inter-/multimodal mobility:
§  Up to now, there is just a small multimodal group
§  Who is already part of it? Who is not?
§  Where is the no yet acquired market potential?
§  Is there a special impact by the demographic shift?
Services

§  How can the market potential be realized? What support is
required?
§  Technical / technological view (devices, apps, data, information)
§  Which services need to be included?
§  What does this imply from the viewpoint of a
§  Car manufacturer,
§  Public transport provider,
§  CarSharing provider, or
§  Third party provider?
Services

Your task is now:
①  To gather in groups
②  To define one of the aforementioned problems in more
detail
③  To discuss potential solutions to your problem
④  To prepare a means of presenting the problem and its
solution
Services

Mobility Services Michalk

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